政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/35024
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 51039355      線上人數 : 897
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/35024


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/35024


    題名: 「消費者導向關係管理」－消費者期望效用下網路消費資訊價值對消費決策之研究
    「Consumer Oriented Relationship Management 」－Research on the Value of Network-based Consumption Information to Consumption Decision under the Consumer Expected Utility
    作者: 梁燦聖
    Liang, Allen
    貢獻者: 郭更生
    梁燦聖
    Liang, Allen
    關鍵詞: 消費者導向
    預期理論
    期望效用
    記憶效用
    消費風險
    經驗效用
    稟賦效用
    定錨效用
    框架效用
    消費價值
    可得性捷思法
    頂端效用
    Consumer orientation
    Prospect theory
    Expected Utility
    Remembered utility
    Consumer risk
    Experienced utility
    Endowment effect
    Anchor effect
    Framing effect
    Consumer value
    Availability heuristics
    Peak effect
    日期: 2005
    上傳時間: 2009-09-18 13:35:52 (UTC+8)
    摘要: 2005年4月號The Econonist 經濟學人週刊的封面刊登: `Power at last - How the internet means the consumer really is king (and queen). ` 沒錯！消費者是國王的時代來臨了！消費者在網際網路上可以隨時隨地取得更多、更有價值的消費訊息，以極低的成本，應用網路中各種透明的消費資訊，任意的改變消費的抉擇，史無前例的表達出有別於過去被動接受產品的主動消費力量，消費利益也確實受到保護，因此以資訊為基礎的行銷策略就是消費者導向策略(Glazer,1997)，呼應了經濟學人週刊的聳動標題；本研究即証明了在獲得充分且有價值的消費資訊，對消費者在進行消費決策與行為時，是具有「主動的」改變力量，因此提供消費者更豐富的消費資訊，也必定能保護更多的消費者利益。

    當新的資訊處理技術與傳播媒體出現，或是由某種新工藝的創造與發展，進而改變現存的政治、經濟與文化、風俗產生新的變遷將對消費行為，產生戲劇化影響(Innis, 1951; McLuhan, 1964)，原因在於消費者在面對嶄新而且陌生的消費環境，所採取維護自身消費利益的因應之道；本研究引用學者 Kahneman and . Tversky 提出的「預期理論」（Prospect Theory)，以及Barry Schwatz（2004）提出的「經驗效用」（Experienced Utility）、「期望效用」（）、「記憶效用」（Remembered Utility），因為以人類基於維護自身利益為出發點，方能準確反映出消費者的行為，洞察消費變化的先機；特別是在網際網路平台上對此議題的研究，本研究尚屬先例。

    企業經營的成敗可由她與客戶關係的良莠顯現，衡量客戶關係最重要的指標就是：企業是否能由與消費者在消費流程互動中（關係），掌握所留下的足跡（資訊），加以解讀應用並促進消費者再消費，如此資訊的應用就是 Rashi Glazer所稱的企業「關鍵資產」，反映出不斷促進產品、服務交易的要素( Glazer,1997)：如果廠商忽視此變化，影響所及，失去的將不只是企業經營的「關鍵資產」，甚至還會被消費者「主動」的遺棄；因此，在企業經營的研究中，能將劇變如此的消費行為與決策，研究出可遵循與掌握的模式，相信對廠商競爭力的提升有莫大助益。


    本研究的貢獻呈現在CORM-PET模式，也就是展現消費者是如何表達他「主動」消費力量的軌跡；試想，當企業發現消費者表示喜歡你的產品卻無消費行動，在過去對企業的影響並不明顯，因為同行也不知道何以如此（無資訊）！但是面對資訊處理能力百倍於過去的今天，能經由對資訊精準處理與應用，知道其中原因的廠商將嶄露頭角；CORM-PET模式就是我們提出能解釋消費行為何以如此的模式，以及能精確應用當前處理資訊的能力，解讀消費行為留下的資料轉為有力的應用資訊，幫助供需雙方在新興「資訊經濟時代」的市場交易中各取所需。

    關鍵詞
    消費者導向、預期理論、期望效用、記憶效用、經驗效用、稟賦效用、定錨效用、框架效用、消費風險、消費價值、頂端效用、可得性捷思法
    The front cover title of The Econonist magazine (April of 2005) read ` Power at last-How the internet means the consumer really is king (and queen). ` Consumers can obtain more valuable consumption information whenever and wherever in the internet, this shows unprecedentedly consumers’ active consumption strength which is different from their passively accepted the products in the past. Consumers can use the transparent price information in the network with the extremely low cost, and are free to choose any consumption. Consumption interests are also really protected, so the marketing tactics based on information are that consumers lead tactics (Glazer, 1997), which echoed the title of the The Econonist magazine. This research has proved that valuable and sufficient consumption information for consumer while making consumption decision provide active power of change. Therefore, offering more abundant consumption information to consumers can certainly protect more consumers’ interests.

    Enterprises’ relation with customers can reflect the success or failure of their management. The most important criteria of the relationship are whether both enterprises and consumers can keep enough track in the consumption procedure to facilitate the same consumer to consume again. This is what Glazer (1997) said ` key assets ` of enterprises, which reflect key elements to promote products, service trade constantly. If the owner ignores the fact that information changes consumption decision and behavior, he or she will lose not only ` key assets ` of enterprises, but also can be abandoned by consumers. So if academic research of enterprise management can figure out the model of drastic change of the consumer behavior and decision, which can be followed and grasped, manufacturer`s competitiveness will be greatest improved.

    The change of consumption decision and behavior is because the consumer guided by information in the face of brand-new and strange consumption environment (network market) to adopt and safeguard self-consumption interests. Historian and mass communication scholar (Innis, 1951; McLuhan, 1964) point out such a change, as new materials treatment technology and media appear or new craft created and developed can change extant politics, economy, culture and custom. Other scholars maintain one after another that must extend the value concept of the customer in the past to apply to the business activity in the internet network (Keeney, 1999; Keeney, 1992; Rayport, Sviokla, 1994). All the scholars’ academic researches of mankind’s protect one`s own interests over the years, the most excellent theories are `Prospect Theory` by Kahneman ＆ Tversky. Schwatz’ (2004) `Experienced Utility `, ` Expected Utility` , ` Remembered Utility `. We adopt the academic research of above-mentioned scholars, as the foundation of developing this research, because the academic research is based on mankind’s safeguarding one`s own interests, which is different from others are on roles development. This research based on this kind of research to develop more concrete consumption behavior, especially the consumer behavior on the internet network platform, still belongs to the precedent.

    The contribution of the study appears in CORM-PET model, which represents how consumers express their initiatively consumption power. Just try to think that when the enterprises find that consumers like your products but not having the consuming action. There was not obvious in the past influence enterprises’ for the counterparts had no idea about the reasons. But information handling ability hundred times to the past today, the manufacturers who can process and apply with information accurately, and know the whys and wherefores will show up prominently. The CORM-PET model we proposed helps to explain how the consumer behavior like this pattern, dealing with information accurately, to understand the materials staying behind in consumer behavior transferring to powerful application information, to help both.

    Key words:
    Consumer orientation, Prospect theory, Expected utility,
    Remembered utility, Experienced utility, Endowment effect, Anchor effect, Framing effect, Consumer risk, Consumer value, Peak effect, Availability heuristics
    參考文獻: （一）、英文文獻:
    1. Ajay, K., Kohli, and Bernard, J., Jaworski (1990), "Market Orientation: The Construct, Research Propositions, and Managerial Implications", Joural of Marketing, April, 1-18.
    2. Akerlof, G. A. (1970). "The Market for `Lemons`: Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, MIT Press, vol. 84(3), pages 488-500.
    3. Anderson, J. C. and Narus, J.A. (1998), "Business Marketing: Understanding What Customers Value, " Harvard Business Review, Nov - Dec, 53-65.
    4. Assael.H. (1992), Consumer Behavior and marketing action, 4th Ed.Boston, Massachusetts: PWS-Kent Publishing Company.
    5. Bauer, R. A. (1960), "Consumer Behavior or as Risk Taking", In R.S. Hancock (Ed.), Dynamic Marketing for a Changing World, Chicago: American Marketing Association, 389-398.
    6. Berson A., Smith S., and Thearling, K. (1999), Building Data Mining Applications for CRM, McGraw - Hill Professional.
    7. Bichler, M.and Kaukal, M. (1999), "Design and Implementation of a Brokerage Service for Electronic Procurement ," Proceedings of Tenth International workshop on Database and Expert System Application,. pp. 618-622.
    8. Bruyn, A. De and Lilien, G. L. (2004), A Multi-Stage Model of Word of Mouth through Electronic Referrals, eBusiness Research Center Working Paper February.
    9. Churchill, G. A., Peter, J. P. (1998), Marketing: Creating Value for Customers, 2nd Ed, McGraw Hill.
    10. Cox, D. F. (1967), Risk Taking and Information Handing in Consumer Behavior, Boston: Harvard University Press, pp.1-19, pp.82-108.
    11. Cross, G. (2000), an All-consuming century: Way Commercialism Won in Modern American, New York: Colunbia University Press.
    12. Cunningham, S. M. (1967), "The Major Dimensions of Perceived Risk," In D. F. Cox(Ed), Risk Taking and Information Handing in Consumer Behavior, Boston: Harvard University Press, pp.82-108.
    13. Davids, Meryl, (1999),"How to Avoid the 10 Biggest Mistake in CRM," Journal of Business Strategy, pp. 22-26.
    14.Dodds, William B., Kent B., Monroe, and Dhruv Grewal, ( 1991 ), Effects of Price, Brand and Store Information on Buyers` Product Evaluations, Journal of Marketing Research , Vol.28, pp.307-319.
    15. Dutka, A. (1994), AMA Handbook for Customer Satisfaction, Lincolnwood, IL: NTC Business Books.
    16. Dyche, J. (2001), the CRM Handbook: A Business Guide to Customer Relationship Management, Boston: Addison-Wesley Professional.
    17. Engel, James, F., Roger, D., Blackwell, Paul W., and Miniard (2001), Consumer Behavior, 8th ed., Harcourt Broce Joranovich College Publishers, the Dryden Press.
    18. Frisch, D. (1993),"Reasons for Framing Effects." Organizational Behavior and Human Decision Processes, 54, 399-429.
    19. Galbreath, J., and Rogers, T. (1999), Customer relationship leadership: A leadership and motivation model for the twenty-first century business, The TQM magazine.
    20. Gale, B. T. (1994), Managing Customer Value, New York: Free Press.
    21. Gardial, S. F., Clemons, D.S., Woodruff, R. B., Schumann, D. W., and Burns, M. J. (1994),"Comparing Consumers` Recall of Prepurchases and Postpurchase Evaluation Experiences, " Journal of Consumer Research, 20, March, 549-560.
    22. Glazer, R. (1997), Strategy and Structure in Information-Intensive Markets:The Relationship between Marketing and IT, Journal of Market Focused Management, 2, 65-81, 1997 Kluwer Academic Publishers, Boston, Manufactured in The Netherlands.
    23. Gordon, S. L. (1999), CRM: the intelligent Enterprise, Intelligent Enterprise, pp. 8-13.
    24. Ho, J., and Tang, R. (2001), "Towards an Optimal Resolution to Information Overload: An Information Approach," Proceedings of the 2001 International ACM SIGGROUP Conference on Supporting Group Work, Vol. September, pp. 91-96.
    25. Innis, H. (1951), the Bias of Communication. Toronto: University of Toronto Press.
    26. Jacoby, J., and Kaplan, L. B. (1972), "The components of perceived risk," Advances in Consumer Research. M. Venkatesan, ed., Chicago, pp.382-383.
    27. Jones, T. O., and Sasser, W. E. (1995), "Why Satisfied Customers Defect," Harvard Business Review, 73, November-December, 88-99.
    28. Kahneman, D. (1999), "Objective Happiness." in Kahneman, D., Diener, E. and Schwartz, N. (eds.), Well Being: The Foundations of Hedonic Psychology (New York: Russell Sage, pp.3-25.
    29. Kahneman, D., Knetsch, J., and Thaler, R., Anomalies: The Endowment Effect, Loss Aversion, and Status Quo Bias.
    30. Kahneman, D., and Tversky, A. (1979), "Prospect Theory: An Analysis of Decision under Risk."Econometrica, vol.47, no. 2, (March), 263-291.
    .
    31. Kahneman, D., and Tversky, A. (2000), "Choice, Value and Frames", American Psychoologist, 1984, 39,341- 350, New York: Cambridge Univrsity Press.
    32. Kalakota, Ravi, and Robinson M. (1999), e-Business: Roadmap for Success, Boston: Addison-Wesley.
    33. Kandell, Jaky, (2000),"CRM, ERP, One-to-One Decoding Relationship Management Theory and Technology," Trusts & Estates, 139(4), pp. 49-53.
    34. Keeney, R.L. (1992), Value-Focused Thinking, Harvard University Press.
    35. Keeney, R.L. (1991), the Value of Internet Commerce to the Customer, Management Science, 45(4), April, 533-542.
    36. Kotler, P. (2003), Marketing Management: Company Orientation toward the Marketplace, Analyzing Marketing Opertunities, 11th Ed, Prentice Hall, 17-26, 89-307.
    37. Kotler, P., Swee, H.A., Siew, M.L., and Chin, T.T. (1996), Marketing Management: An Asian Perspective, 8th Ed, Prentice Hall.
    38. Lee, J. N., Pi, S.M., Ron Chi-wai Kwok, (2003), "The Contribution of Commitment Value in Internet Commerce: An Empricial Investigation, Journal of the Association for Information System, Volume 4, 39-64.
    39. Lee, R. A. (Dick) (2001), Four Steps to CRM Success, Publised by HYM Press, St. Paul, MN.
    40. McLuhan, M. (1964), Understanding Media: The Extensions of Man, New York: McGraw Hill.
    41. Michael R., Solomon, (2004), Consumer Behavior Buying, Having, and Being: Consumer in the Marketplace, 6th Ed, Pearson Prentice Hall, 3-38.
    42. Nadel,M.S.（2000）, " the Consumer Product Selection Process in an Internet Age: Obstacles to Maximum Effectiveness and Policy Option “, Harvard Journal of Law and Technology, 14,185-266.
    ,
    43. Nisbeet, R., and Ross, L. (1980), Human Inference: Strategies and Shortcomings of Social Judgment, Englewood Cliffs, NJ: Prentice-Hall.
    44. Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill.
    45. Oliver, R.L. (1999),"Whence Consumer Loyalty", Journal of Marketing 63 (4), 33-44.
    46. Papows, J. (1998), Enterprise.com: Market Leadership in the Information Age, Perseus Books.
    47. Peppers, D., Rogers, M., & Dorf, B. (1999), "Is Your Company Ready for One to One Marketing?" Harvard Business Review, Jan/Feb, pp. 151-160.
    48. Peterson, R. A., Balasubramanian, S., and Bronnenberg, B. J. (1997), "Exploring the Implication of the Internet for Consumer Marketing," Journal of the Academy of Marketing Science, 25(4), Fall, 329-346.
    49. Poter, M. E. (1985), "Competitive Adventage: Creating and Sustaining Superior Performance", New York: The Free Press.
    50. Ratcliff P. (2000), managing deeper relationship, Mortgage Banking, March, pp. 94-100.
    51. Ravald, and Gronroos, (1996), the Value Concept and Relationship Marketing, European Journal of Marketing, 30(2), pp19- 30.
    52. Rayport, J., and Sviokla, J. (1995), "Exploiting the Virtual Value Chain," Harvard Business Review, Vol. 73 No. 6, pp. 75-85.
    53. Redelmeier, D., and Kahneman, D. (1996), "Patients` Memories of Painful Medical Treatments: Real-Time and Retrospective Evaluation of Two Minimally Invasive Procedures," pain, 116, 3-8.
    54. Reppel, A. (2003), the Marketing Mix: 4-Ps, 7-Ps or what? The Privacy Marketing Review, August 03.
    55. Russo, J.E. (1977), the Value of Unit Price Information, Journal of Marketing Research, 14,193-201.
    56. Sandra, M., Forsythe, SM., and Shi, B.（2003）, "Consumer patronage and risk perceptions in Internet shopping", Journal of Business Research, Vol.56, pp. 867-875.
    57. Schwartz, B. (2004), The paradox of Choice, 78-115, Taiwan天下雜誌出版.
    58. Sen, A. (2000), Development as Freedom, New York: Knopf.
    59. Slywotzky, A. J. (1996), Value Migration, Boston: Harvard Business School Press.
    60. Stone, R. and Gronhaug, K. (1993), "Perceived risk: Further considerations for the Marketing discipline", European Journal of Marketing, Vol.27, pp.39-50.
    61. Swift, R.S. (2001), Accelerating Customer Relationships: Using CRM and Relationship Technologies, New York: Prentice Hall PTR.
    62. Thaler, R., Mental Accounting Matters, toward a Positive Theory of Consumer Choice.
    63. Tiwana, A. (2000), Essential Guide to Knowledge Management: The E-Businessand CRM Applications, Prentice Hall.
    64. The Economist, (2005), Crown at last a survey of consumer power,
    The Economist, April 2nd, 3-6.
    65. Tversky, A., and Kahneman, D. (1974), Judgment under Uncertainty: Heuristics and Biases, Science, 185, 1124-1131.
    66. Vakratsas, Demetrios, and Ambler, T. (1999), "How Advertising Works: What Do We Really Know?" Journal of Marketing, 63 (January), 26-43. This implicit knowledge was probably first made explicit in 1898 by E. St.Elmo Lewis when he articulated the AIDA (attention, interest, desire, action) model.
    67. Wayland, R.E., & Cole, P.M. (1997), "Customer Connections: New Strategies for Growth," Harvard Business School Press.
    68. Woodruff, R. B. (1997), "Customer Value: The Next Source for Competitive Advantage," Journal of the Academy of Marketing Science, 25(2), 139-153.
    69. Zeithaml, Valarie A., (1988), Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Vol.52, pp.2-22.
    （二）、機構與網站
    1. Aberdeen Group, Inc., from www.aberdeen.com
    2. American Marketing Association, (2005), (Ed.) Dynamic Marketing for a Changing World, 389-398, Chicago: American Marketing Association, from www.ama.org/about/ama/markdef.asp, accessed Dec. 06.
    3. Bausch, S., and Fan, J. (2005), Itunes Reaches 14 Percent of Active Internet Universe, Skyrocketing 241 Percent Year-Over-Year, According to Nielsen//NetRatings, NetRatings, Inc.
    4. Buttle, Francis, A. (2002), "Is It Worth It? ROI on CRM," from www.crm-forum.com/library/aca/aca-019
    5. Computer Industry Almanac, Inc., (2006), Internet Users by ountry, from www.c-i-a.com
    6. comScore Networks, Inc., from www.comscore.com
    7. Cyber Dialogue,from http://members.cyberdialogue.com
    8. CyberSource, from www.cybersource.com
    9. e-tailing group, Inc., from www.e-tailing.com ; Fry Inc., from www.frymulti.com , comScore Inc. (2005), from www.comscore.com , EMC2, Jan.
    10. Experience, Inc., Habits` Survey Inc., (2006), Online Advertising, from
    www.experience.com
    11. Forrester Research, Inc., (2005-2006), the company Researchs identifies and analyzes trends in technology, and "Trend 2006：Multichannel Retail", Jan 20, 2006,from www.forrester.com
    12. Gartner, Inc., from www.gartner.com
    13. McCrory, J., Hu,A., and Levitt,D. (2002), 搶救CRM, Manuel Ebner, Mckinsey Company Inc.,肯錫季刊,第4季.
    14. National Cash Register Company (NCR), (1999), from www.ncr.com
    15. TNS（Taylor Nelson Softres）(2006),Media Intelligence,from www.tns-mi.com
    (三)、中文文獻與網站
    1.司徒達賢, (2004),策略管理新論:事業策略,128-170,致勝文化.
    2.林世華,(2006) 消費者文教基,「網路詐欺與網站認證」受訪於中國廣播公司,Mar., from http://www.consumers.org.tw
    3.洪順慶, (2000),行銷管理:行銷與現代化組織, 2nd Ed., 2-38.
    4.資策會ACI-IDEA-FIND/經濟部技術處,(2005),『創新資訊應用研究計畫』,06.
    描述: 碩士
    國立政治大學
    企業管理研究所
    89355042
    94
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0893550421
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    55042101.pdf62KbAdobe PDF2773檢視/開啟
    55042102.pdf93KbAdobe PDF2776檢視/開啟
    55042103.pdf116KbAdobe PDF21254檢視/開啟
    55042104.pdf104KbAdobe PDF2992檢視/開啟
    55042105.pdf212KbAdobe PDF2888檢視/開啟
    55042106.pdf464KbAdobe PDF21586檢視/開啟
    55042107.pdf307KbAdobe PDF2955檢視/開啟
    55042108.pdf265KbAdobe PDF2919檢視/開啟
    55042109.pdf201KbAdobe PDF21316檢視/開啟
    55042110.pdf102KbAdobe PDF21225檢視/開啟
    55042111.pdf191KbAdobe PDF2908檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋